Thinx

Thinx
IndustryFeminine hygiene
Founded2014; 11 years ago (2014)
FoundersRadha Agrawal
Miki Agrawal
Antonia Dunbar
Headquarters
New York City, New York
,
U.S.
Key people
Meghan Davis (CEO)
ProductsPeriod underwear, incontinence underwear, organic tampons, reusable tampon applicator
BrandsThinx, Speax, (BTWN)
Websitewww.thinx.com

Thinx is a New York–based company that sells period underwear, an undergarment designed to be as absorbent as traditional feminine hygiene products. Since 2022, Kimberly-Clark has had a majority stake in the business.

History

Thinx was founded in 2011 by Antonia Saint Dunbar, Miki Agrawal, and Radha Agrawal.[1] In 2018, Thinx released a new line called (BTWN), which offers period underwear for teens and tweens.[2] In June 2019, Thinx released Thinx Air, a quick-drying version of its underwear.[3] As of 2021, Thinx has released its first activewear collection, which includes leggings, cycle shorts, training shorts, and leotards that are available in multiple colors. The four-piece collection functions like other Thinx underwear, but the gusset design is longer and shaped differently to accommodate active lifestyles.[4] Miki Agrawal stepped down as CEO in 2017, after a former employee alleged that she had engaged in inappropriate office behavior.[5][6] Maria Molland took over as CEO, and under her leadership, Thinx was placed on shelves in Target and Walmart. [7]

In 2019, Kimberly-Clark made a minority investment in Thinx, and in February 2022, it acquired a majority stake in the company.[8] In May 2022, Maria Molland stepped down as CEO, and the company appointed Meghan Davis as its new CEO.[9]

Lawsuits

In 2020, lawsuits were filed against Thinx alleging misleading marketing following an independent test of the company's products that revealed the presence of per- and polyfluoroalkyl substances (PFAS), a type of chemical found in consumer products and linked to numerous long-term health risks.[10] The lawsuits called into question whether Thinx marketing claim that its products were "organic, sustainable and nontoxic" was deceptive. In May 2022, the lawsuits were combined into a proposed class action, and the company reached a settlement in the case in November. In January 2023, the terms of the settlement were announced to consumers, which included no admission of wrongdoing and the company agreeing to pay up to US$5 million to consumers. Thinx also put out a statement alleging that PFAS are not part of the product design and going forward, it would ensure PFAS are not added to its products.[11][12]

On January 29, 2024, CEO Meghan Davis announced on a company-wide Zoom call that 95 of the 109 staff members would be losing their jobs on May 1. Five of the laid-off employees were offered positions as employees of Kimberly-Clark, Thinx's parent company.[7]

Products

Thinx underwear comes in a range of styles from boyshorts to thongs and includes two patented technologies. One is to absorb different amounts of blood,[13] and the other absorbs different amounts of urine. The underwear has been reported as being antimicrobial, moisture-wicking, absorbent, and leak resistant.[14] In 2019, Thinx launched Thinx Super, which is a double-absorbency product that claims to hold up to four tampons' worth of flow.[15] The underwear cost about $35 per pair.[7] Thinx introduced a pair that cost $17 in order to better compete with new lines of period underwear from large brands like Aerie and Hanes.[7]

Marketing

Thinx earned a reputation for its controversial ads.[16] In October 2015, Outfront Media rejected Thinx's subway advertisements due to the fact that the ads used the word "period" and included suggestive visuals of food.[17][18] Following a social media outcry, the ads were finally allowed to be shown.[19][20] In 2016, Thinx received attention for featuring trans male models in its ads for period underwear.[21][22] In November 2016, Thinx launched an ad referencing the Donald Trump Access Hollywood tape. The San Francisco subway banned the ads due to the use of the word "pussy".[23][24] In November 2017, they created a "PMS truck", a truck visiting three cities, allowing visitors to step inside to shop for Thinx products and talk with brand representatives regarding period health.[25] In 2019, Thinx rolled out a national ad campaign featuring a young boy getting his first period with the tagline: "What if we all had periods?" and subsequent campaigns focused on reducing period stigma by showcasing men.[26][27] These ads were banned by several TV networks including CBS for being "too graphic".[28]

After 2019, employees noticed that Thinx's marketing direction changed, featuring fewer images of people in underwear, and treating periods like something to hide.[7] In 2022, a television showed a mom starting to demonstrate tampon use to her daughter before a sister interrupts the scene with Thinx underwear, saying "Mom won't have to show you how to use them." Employees felt that Thinx's advertising no longer destigmatized menstruation.[7]

Reception

TIME named Thinx period panties as one of the best inventions of 2015.[29] Fast Company named Thinx one of the most innovative companies of 2017, pointing to founder Agrawal's promotional campaigns and her application of "high-tech merchandise, considered design, and a rule-breaking philosophy" to launches of new products.[30]

In 2019 Thinx leaders signed a letter condemning the abortion bans being put into place across the country.[31]

See also

References

  1. ^ "How The Team Behind THINX Created One Of The Sexiest Ways To Give Back". 11 December 2013. Retrieved 13 April 2017.
  2. ^ "THINX (BTWN) are period panties aimed at teens–and they're great". The Daily Dot. 2018-10-11. Retrieved 2019-10-28.
  3. ^ "Thinx targets the athleisure market with new product launch and influencer campaign". Glossy. 2019-06-05. Retrieved 2019-06-07.
  4. ^ Ell, Kellie (12 January 2021). "Thinx Period Panties Launches Activewear Collection". Women's Wear Daily. Retrieved 25 May 2021.
  5. ^ Paiella, Gabriella (2017-03-17). "Thinx Co-Founder Miki Agrawal Responds to Allegations of Bad Workplace Culture". The Cut. Retrieved 2024-02-26.
  6. ^ Paiella, Gabriella (2017-03-14). "Period-Underwear Company Thinx Sounds Like a Terrible Place to Work". The Cut. Retrieved 2024-02-26.
  7. ^ a b c d e f Fernandez, Chantal (2024-02-26). "The Period Underwear That Couldn't". The Cut. Retrieved 2024-02-26.
  8. ^ "Kimberly-Clark acquires majority stake in Thinx". Retail Dive. Retrieved 2022-06-08.
  9. ^ Hughes, Huw (2022-05-25). "Thinx appoints Meghan Davis as new CEO". FashionUnited. Retrieved 2022-06-08.
  10. ^ "Leveraging Systematic Reviews to Explore Disease Burden and Costs of Per- and Polyfluoroalkyl Substance Exposures in the United States". link.springer.com. 2022-06-26. Retrieved 2023-07-28.
  11. ^ Haridasani Gupta, Alisha (January 20, 2023). "What to Know About PFAS in Period Underwear". The New York Times. Retrieved April 6, 2023.
  12. ^ Treisman, Rachel (January 19, 2023). "Thinx settled a lawsuit over chemicals in its period underwear. Here's what to know". NPR. Retrieved April 6, 2023.
  13. ^ O'brien, Sarah (October 14, 2016). "This founder makes people uncomfortable and that's a problem". CNNMoney.
  14. ^ Eveleth, Rose (January 5, 2016). "The Science Behind Period Underwear". Racked. Retrieved 31 August 2016.
  15. ^ Ell, Kellie (2019-07-09). "EXCLUSIVE: Thinx Period Panties Are Back, Stronger Than Ever". WWD. Retrieved 2020-03-13.
  16. ^ Stevens, Heidi (March 23, 2017). "Thinx underwear ads on the L try to de-stigmatize periods". Chicago Tribune. Retrieved 7 January 2018.
  17. ^ Caterucci, Christina (October 21, 2015). "Ads for Period Underwear Might Be Too Lewd for the NYC Subway". Slate. Retrieved 7 January 2018.
  18. ^ Kutner, Jenny (October 20, 2015). "Will the New York City Subway Ban These Ads for Using the Word "Period"?". Mic. Retrieved 7 January 2018.
  19. ^ Krantz, Rachel (November 9, 2015). "THINX Underwear Ads On NYC Subway Are Up — But The Company Has Another Big Announcement". Bustle. Retrieved 7 January 2018.
  20. ^ Rogers, Katie (October 22, 2015). "Twitter Fury Misplaced? M.T.A. Is Fine With Underwear Ads on Subway". New York Times. Retrieved 7 January 2018.
  21. ^ Garza, Frida (May 18, 2016). "A company that makes period underwear featured a trans man in their latest ad campaign". Quartz. Retrieved 10 February 2018.
  22. ^ Puckett, Lily (May 18, 2016). "These Genius Advertisements Are a Reminder That Transgender Men Can Get Periods Too". Quartz. Retrieved 10 February 2018.
  23. ^ O'Brien, Sarah Ashley (November 2, 2016). "Trump-inspired Thinx 'pussy' ad banned in SF subway". CNN. Retrieved 7 January 2018.
  24. ^ Lamb, Jonah Owen (November 3, 2016). "BART rejects underwear ad poking fun at Trump comment". San Francisco Examiner. Retrieved 7 January 2018.
  25. ^ Richards, Katie (November 15, 2017). "Why THINX Is Using a PMS Truck to Grow Its Customer Base". AdWeek. Retrieved 7 January 2018.
  26. ^ Berwick, Isabel (2019-10-17). "Why the stigma of periods is open for discussion". www.ft.com. Retrieved 2020-03-13.
  27. ^ "Thinx New Ad Shows What It Would Be Like If Men Got Periods Too". Marie Claire. 11 October 2019. Retrieved 2020-03-13.
  28. ^ Alexandra Steigrad (2019-10-08). "CBS bans TV ad that depicts menstruating men". New York Post. Retrieved 2020-03-13.
  29. ^ "The 25 Best Inventions of 2015". TIME. 19 November 2015. Retrieved 13 April 2017.
  30. ^ "Why THINX Is One Of The Most Innovative Companies Of 2017". Fast Company. 13 February 2017. Retrieved 10 February 2018.
  31. ^ MacKenzie, Macaela (10 June 2019). "Nearly 200 CEOs Just Signed a Letter Calling Abortion Bans 'Bad for Business'". Glamour. Retrieved 2020-03-13.